CHAPTER 4: W6 CONSUMER LEARNING Flashcards
is the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behavior.
Consumer learning
elements of learning (4)
- motivation
- cues
- response
- reinforcement
______________ is the reason for people’s actions, willingness and
goals.
motivation
___________A REMINDER OR STIMULI TO DO SOMETHING.
CUES
___________ IS A REACTION TO A
QUESTION, EXPERIENCE, OR
SOME OTHER TYPE OF STIMULUS.
RESPONSE
____________________
* TERM USED IN OPERANT
CONDITIONING TO REFER TO
ANYTHING THAT INCREASES
THE LIKELIHOOD THAT A
RESPONSE WILL OCCUR.
REINFORECEMENT
2 theories on how Individuals learn
- BEHAVIORAL THEORY
- COGNITIVE THEORY
___________________ that only focuses on objectively observable behaviors that occur as the result of exposure to stimuli.
BEHAVIORAL THEORY
_____________ is a broad theory that explains thinking and differing mental processes and often in response to problem-solving.
COGNITIVE THEORY
_______________________________
A model of how people learn from their experience, much of
our behavioral responses being conditioned by events from
our background and early experience.
BEHAVIORAL LEARNING THEORIES
BEHAVIORAL LEARNING THEORIES (3)
- CLASSICAL CONDITIONING
- INSTRUMENTAL CONDITIONING
- OBSERVATIONAL CONDITIONING
(also known as Pavlovian
conditioning) two stimuli are linked
together to produce a new learned
response in a person or animal.
Classical conditioning
(IS ANOTHER TERM FOR OPERANT
CONDITIONING, A LEARNING PROCESS FIRST DESCRIBED BY B. F. SKINNER.)
REINFORCEMENT OR PUNISHMENT ARE USED TO EITHER INCREASE OR DECREASE THE PROBABILITY THAT A BEHAVIOR WILL OCCUR AGAIN IN THE FUTURE.
INSTRUMENTAL CONDITIONING
_________________________
describes the process of learning through watching others, retaining the information, and then later replicating the behaviors that were observed.
OBSERVATIONAL CONDITIONING
what are the (5) components of observational learning?
- attention
- retention
- production process
- motivation
- observational learning
the consumer focuses on models behavior
attention
the consumers retain this behavior in memory.
retention
the consumer has the ability to perform the behavior.
production process
a situation arises wherein the behavior is useful to the consumer
motivation
the consumer acquires and performs the behavior earlier demonstrated by a model.
observational learning
Market share and the number of brand-loyal consumers are the dual goals of consumer learning.
measures of consumer learning
In measures of consumer learning:
Brand-loyal customers provide the basis for a stable and growing market share.
Brand-loyal customers
In measures of consumer learning:
________ with _______ market shares have proportionately larger groups of loyal buyers.
Brands with larger
In measures of consumer learning:
___________ focus their promotional budgets on trying to teach consumers that their
brands are best and that their products will best solve the consumers’ problems and satisfy their needs.
Marketers
In measures of consumer learning:
It is important for marketers to measure how effectively consumers have “_______________________”.
“Learned its message”.
In Recognition and
Recall Measures
_________________ are based on aided recall, although recall tests use unaided recall.
Recognition test
In Recognition and
Recall Measures
In __________________, the consumer is shown an ad and asked whether he or she remembers seeing it and can remember any of its salient points.
recognition tests
In Recognition and
Recall Measures
- In _____________, the consumer is asked whether he or she has read a
specific magazine or watched a specific television show, and if so, can recall any ads or commercials seen, the product advertised, the brand and any salient points about the product.
Recall tests
Cognitive Responses to Advertising (3)
- Product/Message Thoughts
- Source Oriented Thoughts
- Advertisement Execution
Thoughts
- Product/Message Thoughts
- Source Oriented Thoughts
- Advertisement Execution
Thoughts
ARE EXAMPLES OF _____________________________.
Cognitive Responses to Advertising
In Attitudinal and Behavioral Measures of Brand Loyalty
____________ is the ultimate desired outcome of consumer learning.
Brand loyalty
In Attitudinal and Behavioral Measures of Brand Loyalty
_________________ are concerned with consumers’ overall feelings (i.e., evaluation) about the product and the brand, and their purchase intentions.
Attitudinal measures
In Attitudinal and Behavioral Measures of Brand Loyalty
____________________ are based on observable responses to promotional stimuli— purchase behavior, rather than attitude toward the product or brand.
Behavioral measures
In Attitudinal and Behavioral Measures of Brand Loyalty
A basic issue among researchers is whether to define _______________ in terms of consumer behavior or consumer attitudes.
brand loyalty
In Attitudinal and Behavioral Measures of Brand Loyalty
A basic issue among researchers is whether to define brand loyalty in terms of _________________ or ______________________.
consumer behavior or consumer attitudes.
